Group 5

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The Global Toy Market

Worth more than 60 billion dollars as

per 2003 estimates.

More than 1000 billion dolls are

produced every year.

More than 75% gets sold within 2

weeks of production.

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The US Toy Industry

Global giant in toy market Leader in design, manufacturing and

marketing of toys as well as family products

Constitute of more than 1/3 of the total

share in the world.

Major players -

Mattel Hasbro
Minor players 3/18/12

Contd.
Wall Mart being the no.1 toy reteller No. 2 also a US store (Toys R Us) Introducers of online sales

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Toy segment Major players

Top selling Brands

Arts and Crafts Models and accessories

Mattel

Hasbro

Magna Doodle & pixter Zoids kit line Category that showed the biggest increase (26%) after being flat in previous year The second largest category 3/18/12

Business Trends in the segment 16% growth

Dolls & Accessories

MGA Bratz Entertainment

MATTEL
Global leader in toy manufacturing and

distribution.
Launched in 1945 by Ruth and Ellit Handler

and Harold Matt Matson.

Initially operated from a Garage in South

California.
Earlier products Picyure frames and

Dollhouse Furnitures.
1948 MATTEL incorporated with

Headquarters in Hawthorne, California.

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Contd.
Worldwide Headquarters in El Segundo,

California.
Selling wares in over 150 nations, having

25000 employees.
Manufacturing units in China, Indonesia,

Italy, Malaysia and Thailand.

Tie up with Wall Mart and Toys R Us

constituting of 50% of its sales.

1996 obtained toy licence on Nickelodeon

entertainment and in 2000 with Warner Bros. for Harry Potter toy line. 3/18/12

Barbie
Appeared in 1959 Named after Ruth Handlers daughter,

Barbara.
Started television marketing in 1960s. Sold as both a doll as well as a vintage

collectable.
Sold over a billion Barbies since 1959

making market leader across the globe.

2001 it commanded 90% market share in

doll industry.
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The Chalenger BRATZ (MGM Entertainment)

BRATZ was introduced in June 2001. CEO was Isaac Larian First Toy licence in 1993 for Power Ranger

hand held games.

First doll launched in 1997 called Singing

Bouncy baby
Instantly got the spot of Top fashion selling

doll in the year 2002.

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Battle Outcomes
BRATZ became top selling doll within the

year.
A four doll BRATZ set ranked No. 4

pushing Barbies Rapunzel to No. 8 (2003)

BRATZ doll won the Peoples choice Toy

of the Year of the Toy Industry Association which was Barbies DOMAIN
Again BRATZ won by SPARC (Supplier

Performance Award by Retail Category)

Mattel got 2nd place Silver Circle. 1st
3/18/12

Mattels Response
Launching of My Scene Barbie in 2002

to stimulate sales. Consisting oversized eyes inspired by Japanese animation cartoons.

My scene targeted the midset of teen

wannabes.
Line of 3 dolls bearing tradational names

Chelsa and Madison besides Barbie.

Another launch of Rapunzel Barbie. Launch with music videos making it a

huge seller.

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Contd.
Mattel won Marketing Campaign of the

Year award for Rapunzel barbie.

In 2003 new Barbie called Flavas was

launched which ment personal flavour or style.

Re-invigorate sales through strengthening

its marketing and promotional programs surrounding the core brands i.e Barbie as well as introducing exciting mew brands i.e My Scene and Flavas.
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Christopher Palmeri senior

correspondent covering the toy industry for Business Week declared Mattel cant just rely on Barbies
To really be a player it needed hotter toys

and questioning all whether Barbie has become - A THING OF THE PAST ?

3/18/12